Stop selling effort. Start scaling value.
For agency leadership teams who want a model that attracts right-fit clients, defends margin, and grows enterprise value–whether you run AOR, roster, or project engagements.
The industry has shifted.
Has your model kept up?
Clients buy business impact, not services, capabilities, or hours.
Fixed-fees tied to time and effort are unsustainable when using AI.
Procurement pushes for discounts and rate card comparisons. Retainers erode, scopes creep.
THE SOLUTION
Align your Value Model to outcomes (impact).
Your Value Model establishes how your agency defines, designs, delivers, and captures value. When aligned to outcomes, you earn the ability to price your impact—without pushback, scope creep, and discounting.
Whether you’re still billing for hours or already value pricing, or somewhere in between, the next step is building the systems and behaviors to make it stick—and scale.
HOW TO ADAPT
STEP 1
Sharpen Your Proposition and Productize Your Value
Turn your expertise into a portfolio of solutions that solve your clients’ highest-value problems. Lay the foundation for stronger pricing.
Stop looking like a generalist, shorten sales cycles, and win higher margins.
STEP 2
Scale a Value-First Mindset; Avoid Slipping Back to Old Habits
Align internal structure, roles, process, and performance metrics to your solutions and outcomes.
Prevent leaders from reverting to firefighting, over-servicing, or cost-based thinking that undoes your transformation.
STEP 3
Capture More of the Value You Already Create
Stop giving away value. Build pricing and negotiation as core strength, separate from finance.
Ensure teams can defend your worth with procurement, eliminate discounting; consistently capture fees through outcomes.
A few client success stories
From ‘full-service’ to focused and profitable
A “we do everything” agency nearly doubled revenue from ideal clients (36% to 73%) and grew income 39% after narrowing their positioning and productizing their value as solutions.
From ‘vanishing retainers’ to outcome-based wins
A content agency sold its first productized solution in under a month—and lifted retainer deal size 50% by aligning their offerings and pricing to client outcomes.
From custom projects to scalable value
A consulting firm sold the same work at a 66% higher price to the same clients with no client pushback by sharpening their proposition and packaging what they do as solutions tied to outcomes, not hours.
Not sure where to start?
Take the Value Model Diagnostic
12 questions, 3 minutes. You'll know:
Where your model is strong — and where it's working against you — scored across your value proposition, what you sell, how you deliver, and how you price
The economic pattern you're model is creating — one of four recurring profiles that explains why fees, margins, or growth aren't tracking the way they should
What to change first — not a generalized list of best practices, but the specific place to start based on what's actually creating the constraint for your firm
